A recent archival discovery at a renowned American art institution has prompted another name change for Philadelphia’s leading art museum. Art historian Danielle Le Poof from Pratt Institute unearthed a long-lost whoopee cushion created by conceptual artist Marcel Duchamp, titled “Le rire,” within a forgotten scrapbook donated to the Philadelphia Museum of Art in 1972.
In honor of this recovered readymade, considered an early version of the iconic prank item, the museum will now be known as “PhArt,” symbolizing its dedication to art that surpasses traditional museum confines. PhArt director Daniel F. Latulence expressed awe at the ongoing expansion of Duchamp’s work.
The museum is striving to recover from last year’s poorly received rebranding, which saw its name changed to the Philadelphia Art Museum (PhAM) before reverting. The latest branding brings back the 1938 logo, perhaps nodding to the era’s political climate. The refreshed logo features “Philadelphia Art,” while “PhArt” will be used on social media to engage younger audiences.
Philadelphians have enthusiastically responded to the rebranding on social media. One member, Gassy2002, shared, “This is now a place I feel comfortable being myself in.” Meanwhile, user Windbreaker69 commented, “Art is so awesome!”
“Le rire” will be on display in PhArt’s Duchamp galleries only on April 1, 2026, before being sent to the White House. President Trump has shown interest in the discovery, describing it as “relatable” and more appealing than “crappy golden toilet stuff.” His spokeswoman stated that it symbolizes hopeful times ahead as Americans face their own challenges.
